Michael Bligh

Global Operations & Analytics Associate Director

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  • LocationSurbiton, United Kingdom

Skills

 

  • Advertising
  • Marketing PR
  • Research
  • Digital Marketing
  • Operations
  • Mobile Advertising
  • Analytics
  • Digital Advertising
  • Process Management
  • Ad Operations
  • Measurement
  • Process Improvement
  • Sales Operations

Work history

Currently

Global Operations & Analytics Associate Director

Starcom Mediavest Group

May 2013
  • - Leading measurement of global activity: data, tagging, tracking, analytics, reporting and full Ad Ops functions for the Samsung Global account (Smartphones, Tablets and PC) - Mobile advertising expert, from planning to booking to measurement - Spearheading the linkage of different sectors: i.e. social, video, traditional display and automated buying. This led to site dwell time from our paid media for the Samsung Galaxy S6 almost tripling compared to that of the Samsung Galaxy S4. - Defined robust KPI framework for accountability and performance, transforming structure on a super fast-paced client who historically lacked sound measurement or analysis - Setting global marketing and data strategy for each year, for each major product release (e.g. Galaxy S4- S6, Note 3-5) - Client-facing role with quarterly trips to Samsung City in Korea, meeting with lead marketing clients to improve campaign briefing, measurement and processes - In the team of 16, my role is pivotal in linking strategy, planning and activation. Acting as an escalation point and additionally resolving any issues that fall outside those areas. • Shortlisted for Drum Marketing and M&M Global mobile awards

2013

Senior Digital Consultant

Digilant

Jun 2012 - Apr 2013
  • - Daily management of ad campaigns; including reporting, optimization, analytics, billing/budgeting, and strategic planning - Used 3rd party ad serving platforms, for instance DFA, FlashTalking, MediaMind, Right Media, and also Brand Safety/Ad Verification technologies like AdSafe and DoubleVerify - Involved in the full end-to-end cycle for RTB ad campaigns, including: strategy, proposals, technical implementation, launch, optimisation, invoicing, analysis - Client consultant, involved in extending/upselling current campaigns. - Worked with numerous external companies, consulting with and learning their platforms, including: third party data (eXelate, BlueKai), video platforms (Adap.tv, LiveRail, BrightRoll), research companies (Nielsen, Millward Brown, Vizu)

2012

Advertising Operations Manager

Yahoo

Nov 2008 - Apr 2012
  • - Managed a team of 13 (including an out-sourcing team of 5 in India, which I established from scratch - Worked on Global Projects, including the development of the online road-blocking calendar - Successfully executed new reporting and efficiencies within the team and with other teams we work with to better utilise resources (namely Sales, Client Services, Ad Tech and the out-sourcing team at Yahoo! India) - Rose to the challenge of ever-increasing revenue targets and sales headcounts, with a steady headcount in our team - Helped members in my team resolve technical problems with their campaigns, and was the escalation point between internal and external stakeholders - Worked extensively on Video and Mobile monetisation projects - Was a key member in the set up and relationship maintenance of key strategic partners, including West Australia News, 3 Mobile, Disney Australia and YouTube

Education

2008

Bachelor of Design Computing

University of Sydney

Aug 2006 - Nov 2008

    Awards

    2015

    Highly Commended - Best Use of Mobile

    • Came runners up for best global mobile campaign. 60 word summary: We got people into Samsung Experience stores across 7 markets and 2,000 stores, using smartphone ads within 500m of stores. The key objective was to get users to trial the Tab S, and consequently lift their preference for it. We had huge success with a 10% lift in store visits and 25% swing in preference towards it. http://mandmglobal.com/wp-content/uploads/2015/09/MMGAwards15_p01_44-Collective.pdf#11